Spotify is thrilled to announce the launch of its cutting-edge podcast studio in Johannesburg, reinforcing its commitment to South Africa’s dynamic creator community. As podcast listenership continues to surge, this new studio will offer local podcasters a chance to elevate their content, with a special focus on video podcasting — a format gaining popularity worldwide for its ability to engage audiences more deeply.
Since entering the podcast space in 2019, Spotify has seen over half a billion listeners tune in to podcasts on its platform. Today, Spotify is home to more than 250,000 video podcast shows, with the number of creators publishing video content rising nearly 70% year-on-year. This growing trend reflects a global shift in listener behavior, with audiences increasingly gravitating toward video to connect with their favorite creators and build lasting fan relationships.
Why Video Podcasts are Transforming the Industry
Spotify’s platform offers creators a powerful space to grow, with video podcasting quickly becoming essential to engage audiences and retain loyal followers. More than 170 million Spotify users have already watched a video podcast, with over 70% of them actively consuming content in the foreground.
Video content is now outpacing traditional audio in terms of consumption, with higher retention rates and deeper engagement. As video podcasts and music videos become more central to the Spotify experience, more creators are leveraging the visual format to enhance storytelling and strengthen connections with fans.
Elevating South African Creators with World-Class Tools
The Johannesburg podcast studio is designed to empower local creators by providing access to state-of-the-art technology and tools. Whether exploring topics like social justice, education, or amplifying underrepresented voices, the studio will enable South African podcasters to tell their stories in dynamic ways that attract and engage new audiences.
The studio will not only offer equipment and production support but also guidance to help creators overcome common challenges such as audience growth and monetization. With the competitive nature of the podcasting space, Spotify aims to ensure that creators have the resources they need to thrive and build sustainable careers.
How to Access the Johannesburg Studio
Access to the Johannesburg podcast studio will be available by application only. Spotify’s selective process ensures that creators making use of the facility are ready to take full advantage of the opportunity. Podcasters interested in applying will need to demonstrate their potential to grow their audience and engage meaningfully through video content.
This exclusive studio access is designed to help podcasters refine their skills, experiment with video formats, and position themselves for long-term success. Selected applicants will benefit not only from advanced production tools but also from insights and strategic support from Spotify to enhance their growth and visibility.
Empowering Creators and Amplifying South African Voices
Spotify’s Johannesburg studio launch is part of a broader mission to empower creators and foster meaningful connections between podcasters and their audiences. With video playing an increasingly important role in the podcasting landscape, the new studio will provide the tools and support needed for local creators to compete on the global stage.
By investing in South Africa’s creator community, Spotify is not just offering a platform — it is providing the resources to ensure that unique South African stories are told, seen, and celebrated worldwide. With applications now open, this is an exciting new chapter for creators looking to transform their storytelling and connect with audiences both locally and globally.
The Johannesburg podcast studio marks a significant milestone for content creation in South Africa, giving podcasters the opportunity to rise, innovate, and make their mark on the world.